Search Engine Marketing differs from optimisation and submission in that it requires a media spend. It is not a substitute for its organic counterparts but rather a supplementary activity. It can be very effective in driving traffic to your and boosting its overall performance.
Many of the search engines and web directories have adopted paid submission and/or paid inclusion policies. Websites wishing to submit to these search engines and web directories must pay for the privilege. It’s not unlike the Golden Pages where businesses pay to be listed.
Pay Per Click (PPC)
Put simply, the highest bidding website for a particular keyword wins the top spot. As the name suggests, you only pay when someone clicks on your listing. PPC is becoming hugely popular and can yield very positive results in a short space of time. The main players include Google and Overture.